Collaborating with Zomato: Scaling greater heights

Blue Tokai onboarded on Zomato in 2017 to scale its reach through delivery. “We’ve been able to expand the number of people we reach, all thanks to the platform services,” Shivam says. “With ads and other digital levers, we’ve been able to grow the brand further and better deliver our products.”

With plans to enter Hyderabad and Dehradun, and a sharper focus on key cities, the brand is only diving deeper into the brewing journey. Once started with a 500gm roaster and a few passionate individuals, Blue Tokai has now become a brand which weaves a story with each cup. 

After completing high school in Ranchi, Nishant and Vikash moved to Mumbai for further studies. While Nishant pursued Chartered Accountancy, Vikash studied mathematics. It was during this time that they started cooking for themselves. This was out of necessity at first, as they longed for the comfort of home-cooked meals. But what started as a task soon became a passion.

While a corporate career seemed like the logical next step, something about food and cooking kept pulling them in a different direction. Vikash says, “Having lived outside as students, we wanted to recreate the sense of comfort that we often missed.”

They were drawn to the idea of opening a restaurant in their hometown, one where they could serve high quality meals while upholding exceptional service standards.

With a clear goal in mind, they researched the Ranchi market, evaluated competitors, and improved the concept of their restaurant. After locking a suitable location, they carefully designed a stylish yet cosy ambience and built a team of skilled chefs and staff.

Jashn The Restaurant eventually opened its doors in Ranchi in 2017, poised to create a lasting impression.

Building a standout brand

The first few months were tough. Ranchi was already home to established food giants, which attracted a huge crowd of customers. The brothers tackled this head-on by focusing on three key areas: quality, consistency, and customer service.

They personally connected with customers on social media and tweaked the menu based on customer feedback. They also built strong relationships with local suppliers to secure the freshest ingredients, ensuring every dish delivered on taste and quality.

Nishant says, “One dish that has received a lot of love from our customers is chicken dehati. I used to make it during my time in Mumbai and now, every bite takes me back to my University days.”

One of their biggest early challenges was finding the right location for the restaurant. Staffing was another challenge which they solved by visiting local eateries, networking with industry professionals, and identifying potential hires.

And slowly but surely, Jashn carved out its own space in Ranchi.